Professional Documents
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PR Proposal
PR Proposal
PR relates to consumers and end users more effectively in the fragmented media
environment. Credibility through media attention, influencers, testimonials
is enhanced. Whereas advertising is a controlled message, PR fits naturally in
the rapidly uncontrolled media environment. PR also gives the client an array of
marketing tools that can be used to expand awareness. Last but certainly not
least, PR typically gets a far better return on investment than advertising and
takes far less money to produce consistent results.
Al Ries is one of the most widely-respected marketing consultants of the past
three decades. In his recent book, The Fall of Advertising & the Rise of PR, he
clearly sums up the value of public relations, particularly in a business-tobusiness environment:
Advertisingis the self-serving voice of a company anxious to make a sale. PR
allows you to tell your story indirectly through third-party outlets, primarily the
media. PR has credibility; advertising does not.
Ries is not suggesting that advertising has no value. Hes simply saying that PR
needs to take the lead, and advertising needs to follow. PR creates the
awareness and the call to action; advertising reinforces and enhances it.
When I served as chief marketing officer of the largest public relations and
creative marketing agency in the southeastern U.S., I often would use my real
estate background to explain it to clients this way:
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PR Proposal to ABCN Members
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PR Proposal to ABCN Members
Each prong of the approach has associated Strategies & Deliverables serving
as the initial foundation of the plan. This proposal has been developed through
careful review of best of breed public relations/strategic marketing programs,
related experiences of the ABCN public relations team, and consideration of the
most cost-effective methods that could produce the best return on investment. A
thorough marketing communications plan, including tactics to be associated with
all Strategies & Deliverables, will be developed in the thirty day period after
commitment and approval of this proposal by the appropriate number of ABCN
Members.
These Strategies & Deliverables relate to the four prongs above as follows:
A Focused and Strategic Public Relations & Media Relations Campaign
A true media relations plan with tactics to support the strategies (e.g.
detailed editorial calendars, targeted media lists, specific publication and
influencer targets, regular distribution methods, etc.)
Competitive media analysis/media monitoringpaying close and critical
attention to how issues affecting ABCN Members are being reported by
various news sources in order to more effectively target those news
sources
Key message development developing vision and positioning
statements and tag lines, ensuring consistency of the media message and
more credibility with media contacts and target audiences
Proactive over reactive media relations active pitching vs. exclusive use
of newswires
Targeting of mainstream media, trade media, and real estate media for
articles/coverage of ABCN Members
Positioning ABCN Members as leaders in the outsourcing movement; real
estate-related services; using technology effectively; globalization
Concentration on US Major Media Markets as well as Toronto, London,
Paris, Munich, Amsterdam; possibly one or two others
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PR Proposal to ABCN Members
All these interactive strategies serve to increase buzz about ABCN Members,
promote the value of Member centers, and drive traffic to ABCN and Member
web sites through potential for more backward links, increases in search activity,
and more consistent web site viewing.
PR Tools to Increase Members Proficiency and Expertise
Additional development of the internal ABCN PR/communications program
(e.g. enhanced ABCN information to center managers)
PR list management and Member access to PR distribution processes*
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PR Proposal to ABCN Members
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PR Proposal to ABCN Members
Tuesday, February 6
Thursday, February 8